7. Google isn’t reinventing the wheel
Shortcuts are risky
Produce useful information
Build links to acquire traffic
Clean your own backyard
Don’t put all your eggs in the
one basket
9. Panda in Everflux
1. No need to fear the next refresh or
wait in hope
2. Easier to monitor changes than
suffer big ones
3. Easier to determine if you’re
moving in the right direction
24. Authorship
“information tied to verified
online profiles will be ranked
higher than content without
such verification”
Eric Schmidt, Executive Chairman, Google
25. Good publisher
Talk about what you know
Bad publisher
Publishes useful information
Publishes crap
Spams social
Gets social shares
naturally